The Philippines officially opened the 63rd ASEAN National Tourism Organizations (NTOs) Meeting today, calling for a paradigm shift from regional competition to a unified “single destination” approach. The meeting serves as the strategic precursor to the highly anticipated ASEAN Tourism Forum (ATF) 2026.
Chaired by Department of Tourism (DOT) Undersecretary Verna Buensuceso and co-chaired by Singapore, the high-level session brought together senior officials from across Southeast Asia and international dialogue partners. The primary objective: to solidify long-term roadmaps that ensure the region’s tourism sector remains resilient and globally competitive.
Under the 2026 theme, “Navigating our Future, Together,” the discussions centered on aligning regional standards and fostering cross-border innovation. “We are reminded that the future of tourism in our region will not be shaped by any one country alone,” stated Usec. Buensuceso, delivering remarks on behalf of Tourism Secretary Christina Garcia Frasco. “It will be shaped by how well we align our strategies, our standards, our innovations, and most importantly, our resolve to ensure that tourism remains a force for good.”
Key Highlights of the 63rd NTOs Meeting:
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Unified Promotion: Shifting the narrative from individual member states to a cohesive ASEAN brand.
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Strategic Alignment: Synchronizing tourism standards and digital innovations across the region.
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Collaborative Planning: Working sessions with international partners to secure sustainable growth through 2026 and beyond.
The meeting is part of a week-long series of technical consultations and working group sessions. These efforts will culminate in the formal opening ceremony of the ASEAN Tourism Forum (ATF) 2026, scheduled for Wednesday, January 28, at the Nustar Convention Center.
